Asking "what would you pay" gets you a polite fiction, so use structured methods instead. Van Westendorp gives you a sensible range, Gabor-Granger and multiple price lists test specific points, and discrete choice analysis tells you what people trade off, which is usually the most useful thing you can learn. Run these on real buyers in your segment, not on everyone. Alongside the survey work, mine what you already have: how often you win on price, how fast deals close at different price points, what people actually use. And run pricing as a habit rather than a project. A one percent improvement in price can move profit by a lot more than one percent, which is why the best teams revisit it every couple of quarters.
3 hand-picked resources, 1 India-specific, 3 link-checked. Pick how you want to dig in.
Why we picked it Four actual research methods (Van Westendorp, Becker-DeGroot-Marschak, Gabor-Granger, discrete choice) explained well enough to run one yourself, with templates. This is the answer to "how do I find willingness to pay without asking people what they would pay".
From Lenny's Newsletter by Kristen Berman long read
Open lennysnewsletter.com →Why we picked it Shows how average contract value really grows as a company scales from seed to IPO, and makes the case that most of the gain comes from usage and packaging rather than straight price rises. Changes what you go and fix first.
From Growth Unhinged by Kyle Poyar short read
Open growthunhinged.com →Why we picked it Segments Indian pricing properly (metro enterprise, Tier 1 SME, Tier 2 and 3 SMB) with the discount each expects, and says the quiet part out loud: budget for a 20 to 30 percent negotiation on almost every Indian deal and set list price accordingly.
From upGrowth by Amol Ghemud long read
Open upgrowth.in →How pricing and packaging reads from a different seat.
The same ground, over in Money, pricing & model, our Starting Up track.
The same ground, over in Money, pricing & unit economics, our D2C track.
